Hunan Lifa Glaze Color Technology Co., Ltd. International Marketing Strategy Research

Hunan Lifa Glaze Co., Ltd. has served international markets since2000but hasn't got a fast development. Currently it's very urgent to set up an international marketing program to achieve scale economy and find a foothold in this competitive world, moreover, corporate performance of listed needs a rapid growth.In this paper, based on traditional marketing4PS theory, international marketing theory, it analysis company's internal and external marketing environment, competitors' strengths and weaknesses and established the status quo and existing problems,make international marking combined strategy. This scenario includes the use of STP marketing strategy, international market segmentation, select target markets and market positioning, use of Boston matrix model which made against the company's current export structure analysis and proposed product strategy. At last according to International marketing, pricing theory, it made pricing strategies in international markets and marketing channels to improve the program.There are four aspects of international marketing strategies implemented to protect the company:First, the marketing agency to upgrade and build international marketing team; Second, the optimization of foreign trade management and incentive mechanisms to improve the efficiency of the marketing team; Third, control quality, reduce costs, perfect after-sale; Fourth, the establishment of an international marketing risk management system.